Factors affects purchase and repurchase intention of traceable fresh food during covid 19 pandemic

VIETNAM NATIONAL UNIVERSITY, HANOI INTERNATIONAL SCHOOL GRADUATION PROJECT FACTORS AFFECTS PURCHASE AND REPURCHASE INTENTION OF TRACEABLE FRESH FOOD DURING COVID – 19 PANDEMIC HO TU UYEN Hanoi - Year 2020 VIETNAM NATIONAL UNIVERSITY, HANOI INTERNATIONAL SCHOOL GRADUATION PROJECT FACTORS AFFECTS PURCHASE AND REPURCHASE INTENTION OF TRACEABLE FRESH FOOD DURING COVID – 19 PANDEMIC SUPERVISOR: PhD BUI MY TRINH STUDENT: HO TU UYEN STUDENT ID: 16071131 COHORT: 2016-2020 MAJOR: INTERNATIONAL BUSINESS Hanoi - Year 2020 ACKNOWLEDGEMENT During the past school years, the amount of knowledge I received was really great and valuable In addition to my own efforts, it is the commitment of many teachers who delivered that knowledge to me Today I applied the knowledge I learned to complete this thesis First of all, I would like to express my gratitude to the teachers of the Faculty of Social Science Economics & Management of International School –Vietnam National University But most of all, I would like to thank PhD Bui My Trinh for teaching, guiding and creating good environment for me to successfully complete this thesis Although I have tried my best, the limited knowledge and difficulties in finding documents may presented some shortcomings I am looking forward to the feedback from teachers and counselors so that I can correct additional mistakes as well as improve my knowledge Hanoi, May 2020 Yours Sincerely, Ho Tu Uyen LETTER OF DECLARATION I hereby declare that the Graduation Project ―Factors affect purchase and repurchase intention of traceable fresh food during COVID-19 pandemic‖ is the results of my own research and has never been published in any work of others During the implementation process of this project, I have seriously taken research ethics; all findings of this project are results of my own research and surveys; all references in this project are clearly cited according to regulations I take full responsibility for the fidelity of the number and data and other contents of my graduation project Hanoi, 25th May,2020 Ho Tu Uyen ABSTRACT Purpose The development of information technology have created a wide range of opportunities for food tracing system The purpose of this study is to examine the factors affect purchase and repurchase intention of traceable fresh food during COVID – 19 pandemic Methodology This study developed a comprehensive research framework that focuses on the influence of consumer perception of traceable fresh food safety and nutrition on perception of health benefits, affective commitment, purchase and repurchase intention during COVID - 19 pandemic Findings This study found both perception of food nutrition and perception of food safety have positive influence on perception of health benefits, and the perception of benefits have positive influence on purchase intention In addition, the perception of food nutrition and perception of food safety have positive influence on perception of health benefits, which affects affective commitment, consequently affects repurchase intention Furthermore, the influence of pandemic situation also affects on purchase and repurchase intention Implication Research implication: Additional research could be conduct to explore with one or many particular types of fresh food Practical implication: This study outlines ways to impact on consumer‘s perception about nutrition and food safety to encourage consumer to purchase and repurchase traceable fresh food Keywords Traceable fresh food, Food tracing system, Consumer perception, Purchase intention, Repurchase intention, COVID-19 pandemic TABLE OF CONTENT ACKNOWLEDGEMENT LETTER OF DECLARATION ABSTRACT TABLE OF CONTENT TABLE OF NOTATIONS AND ABBREVIATIONS LIST OF TABLES LIST OF CHARTS AND FIGURES CHAPTER I INTRODUCTION 1.1 Relevance of the research 1.2 Scope of the study 12 1.3 Objective of research 12 1.3 Questions of research 13 1.4 Structure of the research 13 CHAPTER II LITERATURE REVIEW 14 2.1 Previous literature 14 2.2 Research gaps 18 2.3 Perception of food nutrition and perception of health benefits of TFF 19 2.4 Perception of safety and perception of health benefits 19 2.5 Perception of safety and affective commitment 21 2.6 Health benefits, affective commitment and purchase intention 22 2.7 Affective commitment, purchase intention and repurchase intention 23 CHAPTER III RESEARCH METHODOLOGY 25 3.1 Research design 25 3.2 Data collection 25 3.3 Questionnaire design 26 3.3 Data analysis using Smart PLS 28 CHAPTER IV RESULTS 30 4.1 Descriptive Data 30 4.2 Measurement Model 32 4.3 Structural Equation Model 35 CHAPTER V DISCUSSION 39 5.1 Theoretical and managerial implications 39 5.2 Limitations and future research 40 REFERENCES 42 APPENDIX 55 TABLE OF NOTATIONS AND ABBREVIATIONS Abbreviation Meaning TFF Traceable fresh food FTS Food tracing system NUT Perception of food nutrition SAFE Perception of food safety HEA Perception of health benefits EM Affective commitment PUR Purchase intention REPU Repurchase intention LIST OF TABLES Table Measurement scale Table Respondents‘ demographics Table Reliability and validity of the constructs Table The latent variable correlation matrix: Discriminant validity Table t-value and p value after bootstrapped Table Summarized results for the hypothesis assessment LIST OF CHARTS AND FIGURES Figure Research framework Figure Research model with path coefficient and coefficient of determination PAYNE, C A., VANDER, B L & POOCK, S E 2013 Setting the stage for long-term reproductive health The Veterinary clinics of North America Food animal practice, 29, 555-565 PILLAI, A., KINABO, J & KRAWINKEL, M B 2016 Effect of nutrition education on the knowledge scores of urban households with home gardens in Morogoro, Tanzania Agriculture Food Security, 5, 22 PLESSIS, H J D & GERRIE, E 2012 The significance of traceability in consumer decision making towards Karoo lamb Food Research International, 47, 210-217 PREIS, M W 2003 The impact of interpersonal 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Yes, I have (continue answering the questionnaire) No, I haven‘t‘ (stop answering the questionnaire) 56 Part Questionnaire Please select the answer you choose from these statement below on a scale of = Strongly disagree to = Strongly agree (Strongly Agree) Perception of food nutrition You believe that TFF contain more nutritional value than foods with unknown origin        You believe that TFF contain more vitamins and minerals than foods with unknown origin         Perception of food safety You believe that TFF does not contain infectious diseases        You believe traceable fresh food has no parasites or insects        You believe that traceable fresh food contains no chemical residues (e.g., pesticides or heavy metals)        57 You believe traceable fresh food is safe        Perception of health benefits Traceable fresh food keeps you healthy        Traceable fresh food is good for your body (e.g skin, hair, nails, etc.)        Affective commitment You feel emotionally attached to traceable fresh food        Traceable fresh food has substantial personal meaning for you        You feel a strong sense of identification with traceable fresh food        Purchase intention You am glad to buy traceable fresh foods        58 You would buy traceable fresh food        You will purchase traceable fresh foods in the future        Repurchase intention You may keep buying traceable fresh food in the future        You intend to keep buying traceable fresh food in the future        You expect to keep buying traceable fresh food in the future        59 APPENDIX QUESTIONAIRE ( VIETNAMESE VERSION) Phần Thơng tin chung Giới tính  Nam  Nữ Tuổi tác  15 – 24 tuổi  25 – 34 tuổi  Từ 35 tuổi trở lên Trình độ học vấn  Trung học phổ thông  Cao đẳng / đại học  Sau đại học Thu nhập trung bình hàng tháng  triệu đồng thấp  Từ 5-10 triệu đồng  từ 10-20 triệu đồng  Trên 20 triệu đồng Dưới hình ảnh minh họa cho loại thực phẩm có nguồn gốc rõ ràng: 60 Bạn mua loại thực phẩm có nguồn gốc rõ ràng trái cây, rau, thịt sản phẩm thủy sản vòng tháng qua?  Có (tiếp tục trả lời bảng hỏi)  Không (dừng trả lời bảng hỏi) Phần Bảng hỏi Vui lòng chọn phương án trả lời mà bạn lựa chọn câu hỏi theo thang điểm từ = Rất không đồng ý đến = Rất đồng ý 61 Nhận thức dinh dưỡng thực phẩm Bạn tin loại thực phẩm có nguồn gốc rõ ràng chứa nhiều giá trị dinh dưỡng loại thực phẩm không rõ nguồn gốc        Bạn tin loại rau củ có nguồn gốc rõ ràng có chứa nhiều vitamin khống chất loại rau củ ko rõ nguồn gốc        Nhận thức an toàn thực phẩm Bạn tin thực phẩm tươi sống có nguồn gốc rõ ràng không chứa bệnh truyền nhiễm        Bạn tin thực phẩm tươi sống có nguồn gốc rõ ràng khơng chứa ký sinh trùng côn trùng        Bạn tin thực phẩm tươi sống có nguồn gốc rõ ràng khơng chứa dư lượng hóa chất (ví dụ: thuốc trừ sâu kim loại nặng)        Bạn tin thực phẩm tươi sống có nguồn gốc rõ ràng an toàn cho sức khỏe người tiêu dùng        62 Nhận thức lợi ích sức khỏe Thực phẩm tươi sống có nguồn gốc rõ ràng tốt cho sức khỏe bạn        Thực phẩm tươi sống có nguồn gốc rõ ràng tốt cho da/tóc/móng v.v bạn        Cảm xúc gắn bó Cuộc sống bạn gắn bó với thực phẩm tự nhiên có nguồn gốc rõ ràng        Thực phẩm tươi sống có nguồn gốc rõ ràng phần thiếu bữa ăn hàng ngày bạn        Bạn nhận thấy bạn tín đồ trung thành thực phẩm tươi sống có nguồn gốc rõ ràng        Ý định mua hàng 63 Bạn thấy thích việc mua sử dụng thực phẩm tươi sống có nguồn gốc rõ ràng        Bạn mua sử dụng thực phẩm tươi sống có nguồn gốc rõ ràng        Bạn chắn mua thực phẩm tươi sống có nguồn gốc rõ ràng thời gian tới        Ý định mua lại Bạn lại mua thực phẩm tươi sống có nguồn gốc rõ ràng tương lai        Bạn dự định tiếp tục mua thực phẩm tươi sống có nguồn gốc rõ ràng tương lai        Bạn chắn tiếp tục mua thực phẩm tươi sống có nguồn gốc rõ ràng tương lai        64 ... Project ? ?Factors affect purchase and repurchase intention of traceable fresh food during COVID- 19 pandemic? ?? is the results of my own research and has never been published in any work of others During. .. opportunities for food tracing system The purpose of this study is to examine the factors affect purchase and repurchase intention of traceable fresh food during COVID – 19 pandemic Methodology... influence of consumer perception of traceable fresh food safety and nutrition on perception of health benefits, affective commitment, purchase and repurchase intention during COVID - 19 pandemic